Welcome to Cultivative’s weekly roundup for all things PPC from around the web—everything you need to know right now about PPC!
At Cultivative, we’re all about making your life easier. We’ve gathered the top PPC news and innovations from around the web and getting it into your hands. Check out what we found this past week.
3 key trends impacting search marketing today
By Joseph Kerschbaum | May 24, 2023 | Search Engine Land
Joseph Kerschbaum discusses the rapidly accelerating changes in search marketing and their impact on marketers. He highlights significant events that have shaped the industry, such as the implementation of privacy legislation like GDPR and iOS14’s App Tracking Transparency. The upcoming California Privacy Rights Act (CPRA) and Google’s plan to phase out third-party cookies in Chrome further emphasize the evolving landscape. Kerschbaum also explores the role of machine learning and automation in advertising platforms, as well as campaign consolidation and the introduction of data-driven attribution. Marketers are advised to stay informed and adapt their strategies to remain competitive in this dynamic environment.
Microsoft Ads to launch UET Insights dashboard with new traffic data
By Danny Goodwin | May 29, 2023 | Search Engine Land
Microsoft Ads is introducing UET Insights, a new dashboard for advertisers that will provide real-time, unsampled data collected through its Universal Event Tracking (UET) Tag. The dashboard will offer metrics such as session count, popular pages, device breakdown, country breakdown, quick backs, and average active time. Additionally, the UET Tag will capture additional website performance signals, including page latencies, click and scroll interactions, purchase cart details, cart abandonment details, and JavaScript browser errors. UET Insights will be automatically enabled on all existing UET tags starting June 29, but advertisers have the option to opt out before that date or disable the feature for individual tags afterwards. The goal of UET Insights is to enhance user engagement understanding, improve ad targeting, and potentially boost ROI and conversions for advertisers.
How Will ChatGPT & AI Impact PPC? 6 Expert Predictions
By Brett McHale | May 30, 2023 | WordStream
Brett McHale discusses the impact of AI on digital marketing, specifically in the context of PPC advertising. He highlights six predictions for the future of AI in PPC marketing, including increased competition and higher costs, improved targeting through AI’s ability to analyze user behavior and preferences, enhanced ad copy generation with the help of natural language processing, more efficient ad campaigns through personalized recommendations and optimization, greater reliance on machine learning algorithms to manage campaigns, and continued innovation leading to new ad formats, targeting techniques, and measurement tools. McHale emphasizes the need for marketers to adapt and stay informed about AI advancements to leverage its potential effectively.
Diversifying your B2B paid media portfolio: When does it make sense?
By Andrea Cruz | May 31, 2023 | Search Engine Land
Andrea Cruz discusses the current economic challenges and the temptation for B2B marketers to test new ad platforms and revise their marketing strategies. She emphasizes the need for conservative marketers to consider change and diversification in their approach. Key considerations include assessing whether the current tactics are meeting business goals and aligning with the sales team’s expectations. Understanding the target audience is crucial, and marketers can use methods like uploading email lists to ad platforms or installing advertising pixels on their website to gain insights into audience presence and engagement. Cruz also highlights the importance of designing a proper test and measurement plan and embracing a culture of innovation in the rapidly changing B2B marketing landscape.
Repurposing Content: A Guide With 5 Examples
By Julia Taylor | May 31, 2023 | Search Engine Journal
Julia Taylor discusses the benefits of repurposing content and provides tips on how to get the most out of it. Repurposing content allows for reaching a larger audience by diversifying the platforms used. It also saves time compared to creating new content from scratch and allows for focusing on creating content that has already proven to perform well. Repurposing content can also have SEO benefits, especially when multiple pieces of content target the same keyword. The article provides strategies for repurposing content, such as using evergreen content, updating old content, sharing old content, identifying best-performing topics, and creating less but promoting more. It also offers five examples of repurposing content, including turning videos into blog posts, turning long-form videos into short clips, turning blog posts into infographics, turning blog posts into social media posts, and turning blog posts into emails. Taylor emphasizes the importance of making repurposed content engaging and optimizing it for each platform used.
Google modifies shopping ads policies to enhance transparency
By Nicole Farley | May 31, 2023 | Search Engine Land
Google has made updates to its Shopping ads Policy Center and free listings Policy Center, aiming to enhance transparency for advertisers and retailers. The updates provide clearer information regarding policy enforcement and help retailers understand the requirements for YouTube Shopping ads and Discovery product ads. Advertisers can review these policy centers to gain a better understanding of how Google enforces its policies, enabling them to optimize their advertising strategies and improve ROI. These updates are significant for advertisers seeking to enhance their understanding of policy enforcement and make informed decisions regarding their advertising campaigns.
We hope you learned something new you can apply to your PPC business strategy. Let us know in the comments below what you want to start implementing. As always, we are happy to be a resource for your paid advertising needs. If you have any questions, feel free to contact us.
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